J. Lohr Vineyards & Wines has unveiled a refreshed look for its popular J. Lohr Estates tier of wines.

The transition to the new packaging occurs with the new-vintage release of each of the tier’s wines, beginning today with the 2016 vintage of the J. Lohr Estates Riverstone Chardonnay.

Up next will be the J. Lohr Estates Seven Oaks Cabernet Sauvignon, which will see its new-look label hitting retail shelves and restaurants over the next 60 days.   

The new labels have a “more modern look with increased legibility and storytelling,” the company says.

“The more contemporary, upscale look of our new packaging accomplishes the need to stay current in the market, while maintaining the customer recognition and shelf presence carefully built by our Estates portfolio over the decades,” explains J. Lohr President/COO and Director of Winemaking Jeff Meier. “For our valued wholesale accounts and for consumers, it will be a seamless transition.”

The label’s “Family Owned Since 1974” messaging on the front and Jerry Lohr’s signature on the back are new elements, “reinforcing the story of the Lohr family’s pioneering role in Monterey and Paso Robles winegrape growing and winemaking.”